Ana López on Digital Marketing

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Our class had the pleasure of listening to Ana López, previous head of Digital Marketing for Estrella Damm, speak about her experience and involvement in the journalism field. Through her involvement working with Estrella Damm, it was interesting to learn a little bit more about what goes into digital marketing, advertising campaigns, promoting brand awareness and market analysis of social trends.

Ana López attended school at Universitat Autònoma de Barcelona where she had aurl double bachelor degree in journalism as well as social and cultural anthropology. She then received her masters degree in communications and advertising management at ESIC: Business & Marketing School in Madrid where she learned how to use digital marketing to attract the right target market when promoting a product. During this time she worked as an account director at Marco de Comunicacion. After graduating, she began working as a Brand Manager and later as the Head of Digital Marketing at Estrella Damm in Barcelona.

Estrella-DammEstrella Damm is one of Barcelona’s oldest brands and also a major part of the culture. It is a lager beer brewed in Barcelona and is now available in many different countries around the world. When López began working there, the company did not have much knowledge on the concept of digital marketing as it was just really taking off. She expressed when speaking with us that she was alone, she had no digital marketing department or digital team. López and her team focused on launching advertising campaigns, public relations and media planning. They also completely took over the companies Facebook, Twitter, Instagram and most importantly their Youtube channel.

The same year López starting working for Estrella Damm, they launched a 3 minute music video/commercial. The video was of a Swedish group that no one in Spain had heard of. In just one summer they reached over 2.5 million views on Youtube which resulted in the song being the most downloaded song of the summer in Spain. The video was filmed in Formentera, Spain which became the destination of the year. This advertising campaign increased their brand awareness by 225%.

Over the next couple of years, Estrella Damm focused on their social media presence,awareness
launched smaller campaigns and maintained relationships with key partners. They wanted to collaborate with these partners to grow digitally and expand brand awareness.

Estrella Damm has a different advertising approach as most companies. “Good things never end, there is always something to remind you” is the motto behind most of their campaigns. Spaniards are known for being relaxed so they do not focus on the beer itself but rather the good times that surround the beer and the Mediterranean ways of life. Their Instagram account is a perfect example of their marketing strategy. Right now, landscape photography is a huge social media trend. The goal is to blend in with social media trends as much as possible. Estrella Damm prides itself in being a Mediterranean beer, so instead of having photos of the same old beer bottle on the account, they have put their focus on photos from all around the Mediterranean Sea.

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After years of expanding, campaigning and focusing on digital trends, Estrella Damm had another record breaking video campaign in 2015. The video was a 10 minute short film featuring the famous actress, Dakota Johnson. The video quickly reached 5 million views and was awarded as the best campaign in Spain by Youtube. The campaign increased brand awareness in Spain by 5% which is crazy considering how popular the beer already was. Because of this campaign, they received awareness from all around the world including 30% increase in the UK.

Many things were learned from this class discussion.

  • Communication between the brand and the consumer has completely changed. Because technology and social media have evolved so much in the past couple years, there are many different ways for a brand to create awareness.
  • It is important to match the way you promote to the interest of the target audience. (i.e. using landscape photos on Instagram)
  • Analyzing the target audience (or place) is necessary. It is important to focus on the motivations and demographics of the area.
  • Make messages short, sweet and clear. This way, people will remember the little things without overanalyzing.
  • Companies need to start using technology and social media to digitalize their advertisements and campaigns because of how far they can reach audiences.

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WOMM

word-of-mouth-marketing

Word of mouth marketing was once as simple as it sounds: she liked the product, she told her 2 friends then they told 2 friends and so on. But now, word of mouth marketing (WOMM) is a much different concept. Social media has completely taken this term to another level. Everyday, consumers use WOMM without even knowing it! Here is some more information on WOMM:

Why should marketers use word of mouth marketing?

WOMM is the staple of all marketing tools. It is easily the most effective as it is reported 92% of consumers trust their friends and family when purchasing a product over an advertising. The main goal of WOMM is to make your customers so happy that they promote you (without you asking them to) to their friends so that your business grows. WOMM is essentially using happy costumers to promote your business. The best part about word of mouth marketing is that it is letting the customers do the work, without them even knowing.

How to use WOMM?

Facebook: Facebook is one of the most powerful social media tools, as people all around the word, at any age will be using this platform. When someone posts positive feedback about your product, it will likely get shares or likes resulting in the product spreading like wildfire.

Amazon: when a customer purchases your product on Amazon, they typically write a review. When customers see consistently positive reviews, they are more likely to invest in the product. If you have a fantastic product- this should be easy.

Trip Advisor/ Yelp: While being abroad, these are two of the most useful tools when reviewing a business. When I am on trips, all I have to do is search for restaurants near me and the best reviewed restaurants will show up. It is simple for me to look at photos of the food, comments on the overall vibe and long reviews. This will allow me to easily decide on a restaurant near me.

Ways to have perfect word of mouth marketing:

  • Customer Service

When a customer is purchasing a product, they expect to be treated nicely. Customer service is one of the most important tools as it is usually the only form of contact someone has with a company. If someone calls your service line and is treated poorly, they are likely to complain to their friends about it. For example: I have tried to call my phone provider many times to fix something, but the customer service is so poor that I had to tweet at them. I even got a couple of retweets which looks awful on a company.1cs

  • Create a good name:

Customers prefer businesses that are trustworthy and honest. If you are respectful and loyal to your customers, they are likely to come back.

  • The 3 E’s
  1. Engage: Listen to your customers, converse with them. The easiest way to do this is through social media. Twitter is probably the easiest way to converse with customer’s as it is quick and easy. @JetBlue is one of the most engaging brands on Twitter. You are likely to receive a response from them very quickly.jetblue-twitter-page
  2. Equip: Provide your customers with what they want and need. Simple: amazing service, better customer service, ability to answer questions, knowledge on the product, refunds or easy exchanges. When you provide customers with these things, they are likely to refer you to a friend.
  3. Empower: Give customers the ability to share their experience with you. Listen to their questions and concerns and allow them to share opinions. When you learn these things, you can use them to create a better business.

Overall, WOMM is the best marketing tool as it is free, easy and customers do the work for you, without even knowing it!